Green is the new Red


This year Milan fashion week has gone virtual, and so too one of its highlights – the Green Carpet Fashion Awards. Created by Camera Nazionale della Moda Italiana, as a platform to showcase, celebrate and champion sustainable fashion, celebrities designers and fashionista from across the globe gather on the Green Carpet at the opera house in Milan.

But not this year.

In 2020 the Awards night will be a revolutionary show, combining cinematic footage with a fusion of augmented reality and visual FX created using real-time game engines, with the world’s leading talent and opinion formers appearing as holograms – and it will be screened on a digital platform designed by Blast.

Livia Firth, Creative Director and founder of sustainability and communications agency Eco-Age, who started the whole Green Carpet movement back in 2010, describes the online experience as the ‘Digital Green Carpet’.

‘Going from one of the biggest green carpets, covering the La Scala square in Milan, to a “virtual” carpet – required a lot of ingenuity and disruption and opened an incredible opportunity to think far and wide.  We did not simply want to host some celebrities testimonials, but offer an entire destination platform to showcase everything that revolves around an occasion such as the red carpet, offering inspiration about sustainable choices – from dressing to hair and make-up and even dining! to host your own Green Carpet Fashion Awards viewing party from home.”

So, blow the dust off that Versace outfit (the one you never thought you’d wear again), give it a make over and join us on the Digital Green Carpet!


View full project here